Viral Marketing: An Infancy Analysis of New Products

Abstract

This paper examines how viral marketing shapes consumer behaviour during the introduction stage of new products. Using a quantitative survey of 100 urban Indian respondents (Millennials and Gen Z, aged 18–35) and Chi-square hypothesis testing, the study evaluates three dimensions: campaign-driven awareness, perception and belief formation, and trial intent. Results indicate that awareness alone does not significantly predict purchase behaviour (χ²=4.240, p=0.24), whereas positive consumer perception (χ²=12.162, p=0.007) and trial intent (χ²=12.918, p=0.012) are significant drivers of purchasing decisions. The study concludes that viral marketing functions as a strategic accelerant whose commercial effectiveness depends on authenticity, emotional resonance, and sustained brand communication.